Color Psychology in Marketing: Choosing the Right Palette for Your Brand

Selecting the best color palette for a brand or print marketing campaign is more than a visual choice—it’s a strategic decision. Consumer studies have shown that color can increase brand recognition by up to 80% and over 90% of people make purchasing decisions based on your brand visuals. Colors have the power to evoke emotions, shape perceptions, and influence behavior. As a leading commercial printer, we know that understanding color psychology can help you connect with your audience and achieve your marketing goals.

Let’s explore the emotional and psychological impact of different colors and how they can be used effectively in your marketing efforts.

For a visual illustration, check out our color psychology chart.

Blue

Fun Fact: Blue is the most popular color worldwide–57% of men and 35% of women citing it as their favorite.

• Positive Emotions: Trustworthy, loyal, secure, serene, professional
• Negative Emotions: Cold, emotionless, appetite-suppressing, sad
• Associations: Sky, water, calmness

Blue is often used by social media platforms, healthcare organizations and insurance companies to convey trust and reliability. Different shades of blue can convey different messages such as soft blues for wellness, bold blues for innovation, and dark blues for professionalism. Blue’s versatility and trustworthiness makes it a great color to place throughout any branded print and marketing pieces.

Purple

Fun Fact: Purple’s rarity in nature has historically linked it with royalty and luxury. From Roman emperors to Queen Elizabeth, it has been a color of choice for the elite.

• Positive Emotions: Regal, wise, sophisticated, imaginative
• Negative Emotions: Excessive, moody, indulgent
• Associations: Royalty, religion, chocolates

Purple is less common in brand logos, which helps it stand out. Hallmark leverages purple to appeal to its predominantly female audience, whereas Yahoo! uses purple to stand out from the standard blue often used by tech companies. Purple’s sophistication and uniqueness can be used to call attention to specific messages or to set your branding apart.

Orange

Fun Fact: Orange is one of the least favorite colors globally, with 29% of people listing it as their least favorite.

• Positive Emotions: Confident, creative, courageous, enthusiastic
• Negative Emotions: Immature, frustrating, ignorant, warning
• Associations: Affordable products, innovation, traffic & construction.

Nickelodeon embraces orange’s playful and creative qualities to resonate with children and families. Orange is a highly visible color, often used for traffic cones, construction signs and work wear. You can use orange’s visibility and playfulness to call attention to important messages in your marketing.

Red

Fun Fact: Red has physiological effects, including increasing heart rate and stimulating appetite.

• Positive Emotions: Passionate, energetic, adventurous, strong
• Negative Emotions: Angry, aggressive, dangerous
• Associations: Urgency, hunger, action

As one of the most eye-catching colors in the visible spectrum, red is widely used in food branding to stimulate appetite and calls-to-action , like sale signs and stop signs, to drive engagement. Be careful, too much red can be overwhelming and can lose the color’s impact. Use red as a contrast to neutral colors and it will bring attention directly where you need it.

Green

Fun Fact: Green is another fan favorite, chosen by 14% of people across all demographics.

• Positive Emotions: Healthy, fresh, hopeful, harmonious
• Negative Emotions: Envious, toxic, disgust, wicked
• Associations: Nature, health, wellness, growth

Grocery stores and wellness brands often use green to promote health and freshness, emphasizing their connection to natural products. The color promotes focus, concentration and productivity and can even reduce stress levels. In Western cultures, green is also associated with money. Lately, green has been the iconic color and name of the sustainability movement, promoting a “green” economy.

Yellow

Fun Fact: Yellow’s eye-catching nature makes it a popular choice for warning signs and marketing elements designed to create urgency.

• Positive Emotions: Optimistic, happy, warm, extroverted
• Negative Emotions: Impulsive, irrational, anxiety-inducing
• Associations: Sunshine, warmth, caution

Brands use yellow sparingly to draw attention and encourage quick decision-making. Yellow can bring a happy pop of color to your print marketing or highlight important details that the viewers must see.

Pink

Fun Fact: Certain shades of pink have been shown to have calming effects, even reducing aggression.

• Positive Emotions: Imaginative, creative, quirky, soft
• Negative Emotions: Childish, excessive, moody
• Associations: Femininity, love

T-Mobile and Barbie use pink effectively to stand out and appeal to specific audiences. It is often a very feminine color, though can help your brand or print pieces stand out when implemented strategically.

Black

Fun Fact: Nearly 28% of the most recognizable brands incorporate black or gray in their logos.

• Positive Emotions: Sophisticated, sleek, powerful, elegant
• Negative Emotions: Oppressive, cold, mourning, dark
• Associations: Luxury, high-end products, mystery

Black is a bold color, often used in fashion and luxury industries. The dark emotions associated with black make it less suitable for healthcare, wellness, childcare, and care-related branding.

White

Fun Fact: White symbolizes purity in Western cultures but is linked to mourning in many Eastern traditions.

• Positive Emotions: Clean, pure, innocent, simple
• Negative Emotions: Sterile, plain, distant
• Associations: Simplicity, new beginnings

Technology companies use white to convey a clean, modern aesthetic. White space is extremely important to incorporate into your print marketing to ensure your designs are clean, organized and readable. A lack of white space in your print could create a jumbled message that your audience struggles to read.

Fluorescents and Metallics

Fluorescent Colors: These vibrant shades amplify the characteristics of their base colors, adding energy and urgency. Use them sparingly to highlight key elements without overwhelming your design.

Metallic Colors:

• Gold: Power, wealth, prestige
• Silver: Elegance, balance, sophistication
• Bronze: Maturity, earthiness, stability

Metallics can add a sense of luxury and value to your branding when used thoughtfully.

Preferred Direct Marketing offers specialty printing options, including fluorescent inks and metallic finishes, to make your designs unforgettable.

Partner with Preferred Direct Marketing

Whether you aim to build trust, evoke excitement, or convey luxury, understanding color psychology will ensure your design decisions support your goals. Choosing the right colors is just the beginning of an effective marketing campaign. Preferred Direct Marketing combines innovative design expertise with high-quality full-color printing services to help you bring your vision to life.

Ready to transform your ideas into impactful marketing materials? Let us help you create a visually compelling marketing campaign that connects with your audience. Contact Preferred Direct Marketing today to get started!

Tax Season Marketing for Accounting Firms: How to Boost Client Engagement with Integrated Campaigns

Tax season is a busy time for accounting professionals. With long hours and even longer to-do lists, marketing for accounting firms can sometimes take a backseat. Fortunately, with some upfront planning and the right strategies, firms can turn tax season into a period of growth. In this blog, we’ll explore how accounting professionals can leverage integrated marketing strategies, including direct mail, to maximize their reach. Preferred Direct Marketing is here to support your firm with customized direct marketing, printing and mailing solutions that ensure your campaigns are effective and engaging.

Identify Your Tax Audience

When considering who to target for your tax season marketing campaign, it can be helpful to assess your current customer data. Who are they? What type of tax forms have they filled out in the past? How can you best reach them? Considering the demographic details of your audience can help you craft more impactful messaging. We suggest separating your efforts into two strategies – existing client retention and new client acquisition.

When it comes to retaining clients, a clean, organized contact database is essential for targeted outreach. Capturing data such as their tax filing type (joint or individual), if they are a small business owner, if they purchase stock or have capital gains, etc. can be helpful for targeted tax messaging in the future. Preferred Direct can help you manage large volumes of client data with secure and efficient solutions, for personal and accurate communications.

Expanding your client base is easy with the right tools and print partner. Every Door Direct Mail (EDDM) is a powerful way to reach new customers in your local area without having their mailing address. Simply work with your marketing partner to designate the area for your campaign. Preferred Direct can guide you through the process to maximize your ROI.

Develop an Integrated Plan for Marketing for Accounting Firms

Consistency across all channels is key to a successful marketing strategy. An integrated approach to marketing for accounting firms ensures your efforts are precise and effective. Preferred Direct specializes in cohesive communication campaigns, combining digital marketing, direct mail, and print materials.

Digital Marketing: When targeting existing tax clients, SMS text and email marketing campaigns are two great options for high impact messaging at the right time, with relatively low investment.

To reach new customers online, you can boost your presence through targeted social media ads and SEO-focused digital resources such as blogs or webinars.

Direct Mail & Print Materials: Did you know that a person typically needs to see a marketing message at least seven times before taking action? Marketing professionals call this the “Rule of 7”. By combining your digital efforts with the tactile appeal of direct mail, you can increase the number of times your audience views your messaging, leading to higher engagement and response rates. Using a tangible marketing method can also help break through the digital clutter online and provide a personal touch to your firm’s brand.

Personalize Your Tax Season Campaigns for Better Engagement

Personalized and time-sensitive marketing for accounting firms can significantly boost audience engagement and retention. With variable data printing, you can personalize your print campaigns with names, photos and other features, that change from piece to piece, to create custom print tailored to specific audiences.

Speak to Your Demographics with Variable Designs: Create different design and messaging options that appeal to the specific segments of your audience. For instance, photos of families may resonate with clients who filed jointly and claimed dependents last year but may not be relevant to those who filed individual returns.

Highlight Important Tax Deadlines: Help your clients stay on top of tax season deadlines by sending out reminders through multiple channels. Create time-sensitive offers, like discounts for early tax filings or bundled tax and advisory services to drive engagement.

Early Bird Specials: Drive early engagement with limited-time offers for clients who schedule their tax preparation appointments early. You can also use personalized direct mail and email to send appointment openings, encouraging past clients to book before your calendar fills up. Use strategically-timed countdowns and deadline reminders to create a sense of urgency, encouraging clients to act quickly.

Communicate Your Value with High-Quality Campaigns

Invest in High-Impact Design and Premium Materials: Your marketing materials are a reflection of your accounting firm’s service quality and professionalism. Preferred Direct can help you design visually appealing direct mail pieces, using premium features like metallic and fluorescent inks, that capture attention.

Professional Branding: Incorporate headshots, team photos and a personal message in your marketing for accounting firms to create a deeper connection with potential clients.

Emphasize Trust and Accuracy in Your Messaging: In a field where trust is paramount, highlight your commitment to accuracy and compliance. Preferred Direct can help you craft messages to reinforce your firm’s reliability.

Client Testimonials: Share positive feedback from satisfied clients through direct mail inserts and digital posts to build credibility and showcase your expertise.

Build Trust with Educational Content

Content Marketing: Share your knowledge by creating educational content, such as guides, eBooks, and FAQs on tax-related topics. Preferred Direct can help distribute this content through targeted email campaigns or printed newsletters.

Host Webinars or Q&A Sessions: Taxes can be confusing, unless you’re a professional. By answering some common questions and providing resources, you can build trust in your business. A great way to engage with clients and prospects is through educational webinars. This positions your firm as an authority and can generate new leads. Use your print pieces to draw attention to these high-value resources too!

Your Partner for Tax Season Marketing for Accounting Firms

Tax season presents a unique opportunity for accounting firms to expand their customer base and reinforce relationships with existing clients. By partnering with Preferred Direct, you can implement an integrated marketing strategy that combines the power of direct mail, digital marketing, and personalized outreach to maximize your reach and results throughout tax season. Count on Preferred Direct’s expertise in marketing for accounting firms, and start planning your campaigns now to stand out this tax season. Request an estimate today to get started!

Preferred Direct Expands Print & Mail Capabilities with New HP Indigo Press

With 7 ink stations and specialty print options, the family-owned printer is  set up for success

November 14, 2024, Norfolk, VA – Preferred Direct, a family-owned print and mail provider, has expanded its capabilities with the installation of a new HP Indigo 7900 Digital Press. This investment enhances print quality, expands service offerings, and increases productivity for the company’s clients, nationwide.

The HP Indigo 7900 prints at digital speed with offset print quality—up to 160 pages per minute in full color. With seven ink stations, including options for specialty inks like fluorescents, premium whites, and metallics, the press meets demands for high-quality, customizable print and mail products. On-press priming enables printing on various media, from canvas to metalized materials, while variable design technology supports personalized print solutions. With the new press asset, Preferred Direct can service companies requesting specialty, luxury or anti-counterfeit print and direct mail products.

“This upgrade lets us serve a wider range of client needs, from standard letters to luxury print materials and beyond,” says CEO, Bill Nee. Chris Nee, President, adds, “With its advanced features, we’re ready to pursue new opportunities in premium print markets. It’s an exciting milestone in the history of our family business!”

 

To discover more about Preferred Direct, please visit www.preferreddirect.com.

To learn more about HP’s industrial digital press solutions, please visit www.hp.com/us-en/industrial-digital-presses.html

University Marketing Strategy: Print Campaign Schedule

In addition to targeting different university audiences, you can plan your university marketing strategy around the different seasons throughout the year. Here are some ideas from the print and mailing experts at Preferred Direct to help organize your campus marketing.

Year-Round University Print Campaigns

Acceptance letters: Acceptance letters can be sent throughout the year for the different semesters students apply to. Include campus life materials and make incoming students feel welcomed and excited about joining your institution.

Housing information: For those planning to live on campus, a printed packet of housing options and deadlines can be helpful when sent at key times throughout the year. Send after or with your acceptance letters so students have all they need to know about campus housing.

Financial aid information: Brochures or mailers can educate students and families about financial aid options (such as FAFSA) and when to apply. Time of promotion will depend on FAFSA and semester deadlines.

Deadlines & Schedules: Postcards sent a few months prior to the start of each semester can remind current students about upcoming registration deadlines and class schedules for their degree programs.

Scholarship opportunities: Let students know of known scholarships at the beginning of each semester and others as they become available. Use variable data printing to change the scholarship options that apply to each student.

University Marketing Strategy By Season

Spring – March to May

Study abroad programs: Printed flyers and brochures can inform students about your study abroad opportunities happening throughout the summer and in the semesters to come. Send a postcard of the study abroad options and follow up with a professional booklet highlighting the details of the specific option they’re interested in. 

Graduation announcements: Professionally printed graduation postcards can be a special keepsake for students and their families. Make sure to send out letters informing students of their graduation status and include postcard “tickets” for them to keep and give to those they want to attend.

University & Booklets: A university prospectus booklet is a great way to attract students to consider and apply to your institution. Send in the early spring so highschool junior and seniors can browse the info in time for mid-summer application deadlines for your fall semester.

Summer – June to August

Summer Kick Off Campaign: A catalog of summer courses, programs and events can encourage students that stay on campus during break to get more involved. Engage this smaller audience with fun full-color print materials to keep their experience positive while friends are away.

Orientation Packets: Get students excited and ready for their first semester by sending out an eye-catching orientation packet, equipped with a campus map, student programs, and a printed schedule for new student orientation.

Athletic Season Tickets: Before your athletic programs start back up, send out season ticket promotions to encourage early bird ticket purchases. Use letters or postcard style and make sure to include details on the upcoming athletic schedule and season ticket holder perks!

Fall – September to December

Back To Campus Newsletter: As students head back to campus, send out a university-wide newsletter detailing all the fun events and activities for the upcoming academic year. Highlight any new programs, campus construction/renovations, athletic schedules, and important campus news so students are up-to-date and ready to take on the year.

Homecoming Promotions: Encourage attendance to your fall homecoming events with campus flyers and postcards. Be sure to send important details about special events like alumni receptions and football game logistics to ensure your homecoming week runs smoothly.

Student Groups: Promote your student groups like fraternities/sororities, volunteer groups and student associations to communicate the benefits of joining these organizations and recruiting schedules.

Winter – January to March

Holiday Closings and Campus Hours: Remind students and staff of holiday closures and changes in campus hours with a simple postcard or letter. Include when campus hours return to normal for the Spring semester.

Year-End Giving: Encourage end-of-year donations with a direct mail campaign that highlights the impact of giving. Showcase scholarships, community engagement and testimonials to encourage donations.

Holiday Greeting Cards: A holiday card from the university can foster a sense of community and appreciation among students, faculty, staff, alumni, and donors.

End-Of-Year Reflections: An Annual Report Newsletter can reflect on the accomplishments and milestones of the past year and set goals for the upcoming year. This can attract both students and donors to get in on the action the next year.

For more ideas on university marketing strategy, contact the experts at Preferred Direct. We are a local, family-owned printer dedicated to helping institutions with their communication programs and marketing engagement. Visit our university page for more ideas and request a project estimate to get started.

Print Campaign Ideas for Higher Ed Marketing

Whether you’re looking to recruit new students, engage alumni, or share important updates with faculty and staff, print campaigns are a highly effective medium for higher ed marketing.

Printed materials offer a tangible and personal touch that digital marketing can’t always provide. For example, a well-designed orientation booklet can be held, shared, and stored as a keepsake, capturing the moment of a young entrepreneur’s first years in college.

As a trusted print & mail partner for over 35 years, Preferred Direct has some ideas for using print to connect with your college community…

Higher Ed Marketing Print Campaigns

Colleges and universities can target several key audiences through print campaigns. Here’s a few great print marketing strategies for each group. For assistance, contact Preferred Direct.

For incoming students and undergraduates

Prospectus / Admissions Booklet: Send a custom designed university booklet to prospective students and show what life at your institution could be. Include a college overview, academic programs, campus life, the admissions process and financial aid options. Attract the next class with engaging images, campus activities, student testimonials and a message from the President or Dean.

ROI tip: send a postcard first to ALL prospective students to sign up for your email newsletter. For those that sign up, follow up by sending the full University booklet. The postcard is a budget-friendly option to generate interest, allowing you to send your valuable printed materials only to those that are more likely to apply.

Program Brochures:  Informative program brochures can help attract and excite students for the degrees they’re most interested in. You can include information on pre-requisites, courses, tuition fees, program events, and semester schedules (or where to find them) for each degree program. Having a separate booklet will help students choose the right course of study and inspire confidence and independence as they navigate their academic career. 

Orientation & Campus Life: Once students are accepted, professionally printed orientation materials can help ease their transition to campus life. Booklets for student housing options, building info and campus maps, student groups and associations and more are all print pieces students need to take full advantage of all your university has to offer.

For alumni and donor relations

Alumni Newsletters: Newsletters keep alumni and donors informed about the happenings of their alma mater and how funds are impacting student life and success. Feature stories on recent accomplishments, star programs, sports tickets, upcoming events, student spotlights, and ways to get involved or give back.

Annual Report: Showcasing the impact of donations can be a powerful way to engage with donors too. Consider creating an annual report that highlights project updates, fundraising goals, and program impact that have been made possible through their contributions.

Event Invitations: Printed letters or postcards inviting alumni to events such as homecoming, reunions, seminars, or fundraising galas can help generate excitement and encourage attendance. Be sure to include all relevant event details and a call-to-action for RSVPs.

Transpromo Marketing: Incorporate transpromo marketing into your donor billing letters to maximize engagement and highlight upcoming marketing initiatives. Transpromo marketing is incorporating marketing promotions into your billing materials. Learn more here.

For athletics and Greek life

Recruiting Materials: Attract and recruit top talent to your university with rockstar printed booklets. A saddle-stitched brochure or booklet can showcase your programs, scholarships, and success stories from current student-athletes and greek life and convince top performers to pick your programs.

Athletics Schedule: Send out athletic schedules and flyers for upcoming sporting events to promote game attendance, highlight star players, and encourage fans to show their school spirit.

Fundraising Campaigns: If your sports teams are in need of additional funding, a well-designed mailer or postcard can help raise awareness and encourage donations from alumni, parents, and fans.

Your Partner for Higher Ed Marketing

When selecting a print partner for higher ed marketing, you want to choose a reputable and reliable company that has experience working with educational institutions. At Preferred Direct, we understand the unique needs and goals of colleges and universities. Our local, family-owned printer offers print solutions, direct mail services, and bindery options to meet your needs.

Preferred Direct is HITRUST-certified to ensure the security and confidentiality of your sensitive information. Request a project estimate to get started today!

Boost Your Political Marketing Campaign with Print!

When it comes to elections, every detail matters. This is especially true for local downticket elections — those that involve smaller, local offices like city council members, school boards and more. These elections may not get the same attention as national campaigns, but they are just as important in shaping our communities. Printed political marketing materials can be powerful tools for getting your message across to these local voters.

Whether you’re an average citizen ready to make a difference or a seasoned campaign manager looking for a new print partner, Preferred Direct has you covered. We offer a wide range of political marketing materials to spread the word.

Download our eBook “Winning Hearts and Votes: A Guide to Effective Political Print & Digital Marketing” for more ideas on effective political marketing campaigns.

What are downticket elections?

Downticket elections refer to local elections that take place below the national or statewide level. For example, city council members are responsible for making decisions about local laws, while school board representatives have a say in education and school funding. County commissioners oversee matters such as infrastructure and public services.

Unlike national campaigns, downticket elections typically have smaller budgets and rely heavily on grassroots efforts to get the message out. This means candidates and their teams need to make the most of their resources. Printed political marketing materials can be an impactful way to reach potential voters in your locale.

Campaign Personalization Matters

Now that you know your target audience, you need to capture their attention on a personal level. Customizing your accountant marketing pieces to resonate with individual recipients will make them feel seen and understood, instilling trust in your business. By using variable data printing (VDP) technology, your print partner can incorporate personalized elements such as customer names, specific financial concerns, location landmarks, and other unique information based on the recipient’s profile. Learn more about Preferred Direct’s variable data printing services, here.

Key voting dates

Most Americans go to the polls in November, but downticket elections can happen at any time throughout the year. City council or school board elections, for instance, may take place in the spring or summer months. Candidates should research and plan ahead so their printed materials are ready in time for key dates such as:

• Voter registration deadline
• Early voting period
• Last day to request an absentee ballot
• Election day

Political Marketing Print Campaigns

With Preferred Direct, you can create high-quality printed materials to raise awareness of your campaign. Here are a few ideas to get you started:

Mailers & Postcards

Mailers and postcards can communicate your key messages in a concise yet impactful way. Postcards offer vibrant, full color printing and come in a variety of sizes, to help you stand out in the mailbox. Use these key print materials to inform your constituents of your stances, upcoming campaign events, important election deadlines and more.

EDDM is an effective tactic to get your audience informed and involved in your campaign. Local politicians can benefit from every-door-direct-mail (EDDM) to reach every household in a specific area, zip code, or neighborhood. You don’t need to know the names or addresses of potential voters with EDDM. Simply choose your targeted location and your political marketing materials will be delivered to every resident.

Flyers

Flyers are versatile and can be used for everything from door-to-door canvassing to handing out at campaign events. Consider creating different versions of your political marketing flyers to target specific demographics or neighborhoods within your district. Use bold, attention-grabbing colors, photos and fonts and a clear campaign message for maximum impact.

Booklets

A professionally binded booklet can showcase your campaign message and key points in a visually appealing format. Insert charts and graphs to highlight supporting statistics or data; publish stories from your top supporters; highlight endorsements from key community figures and organizations. Binded booklets are an investment that can add new levels of  professionalism and credibility to your campaign. Rather than handing out to ALL potential voters, use these special materials for affluent community members, key donors, and top supporters.

Campaign and donor letters

Campaign letters are a great way to connect with voters on a personal level. Use these letters to share your story, present your qualifications, and ask for their continued financial support. Don’t forget to include a donation return envelope and offer online giving options for those who want to contribute. When handling financial and other sensitive information, it’s important to partner with a HITRUST certified print partnerv to safeguard your data.

Additional Marketing for Politicians

Printed materials are just one piece of the puzzle when it comes to a winning political campaign. In-person events, such as campaign rallies, debates, town hall meetings etc., are also crucial. Make sure to have printed materials on hand at these events for attendees to take home and share with others.

Additionally, digital marketing tools such as social media, SMS, and email campaigns can complement your campaign materials and reach a wider audience. Use these platforms to share quick updates, behind-the-scenes content, and key endorsements!

Download our eBook “Winning Hearts and Votes: A Guide to Effective Political Print & Digital Marketing” for more ideas on effective political marketing campaigns.

Your Preferred Partner in Political Marketing Print Campaigns

Every vote counts. Get your downticket election campaign to stand out with quality print materials from Preferred Direct. As a family-owned commercial printer, we have a long history of helping small businesses and non-profit organizations around the country make a lasting impression.

From design and print-to-mail services to bindery and finishing, Preferred Direct is happy to help local politicians make a difference in their communities, on time and on budget.  Contact our team to request an estimate for your next political print campaign and discover the power of print in your campaign!

Infographic: University Print Ideas

for Higher Education Marketing

Here to help your higher education marketing stay organized and inspired throughout the year, we’ve put together this handy guide with university print marketing ideas for every season. Whether it’s orientation forms for incoming freshmen or event invites for homecoming, Preferred Direct is here to help you make an impact all year round. Check out our Undergraduate Print Marketing guide below and contact our team to kick-start your next print project!

CLICK TO DOWNLOAD HIGHER EDUCATION MARKETING GUIDE PDF

Kickstart Your Accountant Marketing with Direct Mail

With various tax and annual report deadlines quickly approaching, it’s important to find creative ways to effectively engage your tax and finance clients. Using direct mail as part of your accountant marketing strategy can break through the e-junk clutter and increase sales! Direct mail campaigns provide a tangible and personalized approach, making them an ideal choice for promoting your tax and accounting related services.

Preferred Direct offers services that have helped Accountants nationwide with all 4 steps of their print marketing campaigns: designing, printing, finishing, and mailing. Here’s a comprehensive guide from the Accountant Marketing Experts at Preferred Direct on how to kickstart your marketing with direct mail:

 Define Your Target Tax Audience

In order to properly define your target audience, you must identify your ideal clients and tailor your direct mail campaign to address their specific tax and/or finance needs. Consider demographics, location, industry, annual income, household type, and more when creating a targeted mailing list for accountant marketing. For example, let’s say you want to reach clients within 10 miles of your office, every door direct mail (EDDM) is a great option to promote your company to every single house or business within a desired area.  Contact Preferred Direct for assistance with EDDM.

Clearly communicate and adapt any special promotions, discounts, or unique offerings that set your business apart to the demographic you’re trying to reach. By defining your target audience properly, you can tailor your message to increase your return on investment (ROI).  For instance, for individuals with children or dependents, you can offer a discount for those filing with dependents. However, offering this family-friendly discount to the wrong audience could impact your campaign negatively and make single or childless recipients feel pushed away. That’s why personalization matters!

Campaign Personalization Matters

Now that you know your target audience, you need to capture their attention on a personal level. Customizing your accountant marketing pieces to resonate with individual recipients will make them feel seen and understood, instilling trust in your business. By using variable data printing (VDP) technology, your print partner can incorporate personalized elements such as customer names, specific financial concerns, location landmarks, and other unique information based on the recipient’s profile. Learn more about Preferred Direct’s variable data printing services, here.

Direct Mail Design

It is essential to invest in a professional design that captivates the attention of your accounting clients. Bold brand colors, clear typography, and high-quality images make your direct mail pieces engaging and effective. Consider your printing options; Select your paper type; Black and white or full color print; One-sided or two-sided prints etc. By ensuring that key information is easily read and your branding is prominent, potential clients will know exactly who your company is, what you do and how to contact you.  Market additional accounting services in each campaign, such as financial planning, retirement & estate planning, etc., for potential upsells/cross sells and increased campaign ROI. View our infographic on key postcard elements for design tips for your next campaign.

At Preferred Direct, our graphic designers can create captivating artwork to help bring your accountant marketing to life and maximize your return. Ask about our add-on design services for your print and mail campaigns.

Incentives and Discounts

The best way to encourage engagement and to track your ROI is by including exclusive incentives or discounts that can be redeemed. When it comes to finances, clients strongly value professional guidance.  Tax Accountants can find success when providing a limited-time promotion, a special rate for first appointments, service coupons or a referral bonus in their direct mail campaigns. Educational resources to help clients understand their finances and possible tax implications are a great giveaway for accountant marketing campaigns as well. Direct mail incentives can boost response rates and create a sense of urgency bringing in leads sooner rather than later. Browse other direct marketing ideas in this blog.

Finish off by clearly stating what action you want recipients to take. Whether it’s scheduling an appointment, visiting your website, or calling for more information, a compelling call to action (CTA) is crucial for driving response rates. Especially with a time sensitive service like filing taxes! Use unique codes, dedicated phone numbers, or specific landing pages to measure response rates. Analyzing results allows you to refine future campaigns for better effectiveness.

Strategic Campaign Timing

Plan your direct mail campaigns to coincide with key accounting milestones. Consider sending initial teasers before tax season officially starts and follow up with reminders and additional promotions as the deadline approaches. College savings planning services in the fall or summer project accounting in the spring are all great accountant marketing campaigns to highlight throughout the seasons.

By following these steps, you can kickstart your accountant marketing with direct mail, ensuring that your message resonates with potential clients, at the perfect time.

 Preferred Direct: Experts in Accountant Marketing

Preferred Direct has over 35 years of experience as a second-generation family business working closely with financial organizations throughout the US. Our goal is to help maximize your company’s exposure and engagement this tax season. By making our VDP and direct mail services a part of your tax marketing, you partner with an experienced Print Partner capable of designing, printing, finishing and mailing your best campaign yet!

Let Preferred Direct take care of all your printing and fulfilment needs.  We are a HITRUST certified partner prioritizing the security of your sensitive customer and financial data. Contact us to discuss which secure print and mail services will be best for your accountant marketing needs.

5 Pro Tips for Your Annual Company Newsletter

In the world of business, annual company newsletters are the best source of distributing a company’s journey over the past year. These annual reports have become far more than just a measure of successes in numbers. Companies have used these newsletters to showcase achievements and company growth, highlight employees, share customer stories and testimonies, as well as future company goals and aspirations.

Are you new to the world of business marketing? Here’s a few tips from the Print & Mail Pros at Preferred Direct to ensure your next company newsletter captivates your shareholders, customers, employees and beyond.

#1 Use Engaging Visuals!

Nothing will lose a team’s attention faster than looking at a company report of words and bullet points. Incorporating strong visuals such as photos, charts, graphs, and infographics make data and content more digestible. If possible, try to use real photos of your headquarters, team members and customers. A stock photo can be easy to spot and makes it less relatable. It’s important to incorporate your company colors throughout your report to always reinforce your brand message and look. Annual reports don’t need to be boring! Contact Preferred Direct for a design consultation and we’ll help you ideate your next  company newsletter for top ROI.

#2 Make Your Company Newsletter Personal

An important aspect when it comes to your company newsletter is to be open and honest about your company health. Take this as an opportunity to showcase your successes and achievements, environmental/social initiatives, key milestones, and noteworthy events. This is also a good place to provide an overview of financial achievements such as profits and revenue. Alternatively, incorporating lessons learned and other shortcomings can show company transparency, inspiring loyalty and helping prevent larger loss in the future. By sharing future plans and strategies, along with potential challenges, you can add a personal touch to your company newsletter that help empower and inform your greatest assets – your employees and supporters.

#3 Keep it Clean & Organized

To ensure your message is received accurately, the content must be clean and structured to be easy to read. Not everyone reading your company newsletter is an executive or even a tenured team member, make sure to use easy-to

-understand verbiage and visuals so readers of all professional levels can follow along.  Using easy-to-read typography, incorporating sections and titles, and having a clear strategy to your newsletter is imperative. Contact the Preferred Direct team for pagination services.

#4 Make it Professional

We’ve all gone to events where you end up with a handful of brochures you never even look at. Make your annual reports stand out with professional bindery and finishing options from Preferred Direct! We offer spiral bound, perfect bound, and saddle stitch binding, along with the printing and mailing of your newsletter. Your board members, shareholders, employees, customers, and donors deserve a professional polished print they can take pride in.

#5 Embrace Digital!

Embracing the digital world allows viewers to access  your annual newsletter more readily and at their own pace.  With the increase of individuals using their phones to view professional documents, having a digital copy of your annual report can help spread your message even further. Using Preferred Direct’s email marketing service, you can share the digital newsletter, as well as grow your direct mail newsletter list annually. You can also combine print and digital mediums by using QR codes in your printed company newsletters that link to special landing pages. Contact our team to learn more.

Now that you understand your newsletter is more than just a transfer of information down the chain of command – it’s a strategic communication tool for multiple audiences. Let’s get started!

At Preferred Direct we offer a wide range of services that will set your annual reports apart from the rest. Our skilled designers and state-of-the-art equipment provide what you need to achieve a professional look and the consistent branding your company deserves. From pagination to distribution, we can design, print, and mail your next annual company newsletter, from start to finish. Contact us to get started today.